"How to effectively use the available tools to fulfill your goals?"
The personal computer & the internet especially the social media made everyone a producer, publisher, distributor & marketer (democratizing the digital marketing tools). Individuals and small companies can now do what just a few years ago only professionals and big companies could do.
As Keith Weed, the CMO at Unilever once said: "We have an entire generation of marketers who are faking it." There are plenty of marketers, but not enough marketers with digital skills and ability to quickly assess changes in the marketing world, adjust and adapt.
That’s why “Training” was assigned as the 3rd pillar of digital marketing operations to develop the performance of marketing professionals, build up the digital skills & knowledge of amateur marketers and transform businesses into a technology-enabled, high-performance, adaptive and agile learning organizations.
In order for this to happen, the TRAINING solution should embrace the below ingredients:
• T: Transfer Learning into Behavior: Moving from learning to results by turning the digital knowledge and skills participants learned into their behavior at work.
• R: ROE (Return on Expectation): Defining the expectation of the various stakeholders of your marketing unit before implementing the training program and demonstrate the degree to which their expectations have been satisfied after the training.
• A: Analysis: Analyze the training data before, along the way & after, so that instead of measuring what happened, you can influence what happens and maximize current and future program results.
• I: Implementation: Apply, evaluate & adjust the digital marketing skills gained from the training programs in order to enhance your digital performance.
• N: New Encouragement Package: Training can’t produce results alone. There are a number of non-training factors that are requested from stakeholders after training that include encouraging, reinforcing and rewarding the performance of gained knowledge and skills on the job. The main issue here is getting more managers to support the training and more trainees applying what they learned to get concrete and valuable results.
• I : Impact: Monitor the training final result on the participants’ job and the company’s overall digital marketing performance.
• N: Non-Stop Development: Your training program must be an ongoing, not a hit and run method. It refers to the process of acquiring, applying & constantly updating the participants' knowledge and keeping them on top of marketing industry news.
• G: Goodwill: The intention of the participants to develop themselves & their digital marketing skills and take corrective actions at work after attending the training program.
Version 7.5 Last Updated on 11 July 2019